More and more features are being added to Microsoft adCenter each week.
RAIS or Yahoo Rich Ads in search has been reintroduced to help change negative keyword behaviour and the choice of now being able to use specific landing pages depending on the match type.
This functionality is similar to Google’s sitelinks extensions and product listing advertisements.
At the moment it is being offered to premium advertisers and can only be used for navigational and brand terms.
There are five different types of layout:
- 2 types have a favicon, an image, a text box entry and deep links
- 2 other types include deep links, a favicon, text entry box and a video thumbnail
- 1 Layout is aimed at pharmaceutical companies that advertise online and includes all the Food and Drug administration guidelines and required information
The text entry boxes mentioned in the above points are fully customisable to the advertisers needs. For instance a post code can be entered to help search the advertiser’s website. Advertisers must still work with their account managers as the RAIS are subject to approval.
Once these terms are approved the account will be activated with RAIS features and enhancements. Once a new ad group for RAIS is created, creation of a rich ad may then be selected as an option.
This must all be done through the adCenter Web User Interface or Web UI. This is because the features are not currently supported in the desktop client or API client.
CPC rates are similar to normal text advertisements and click through rates are higher.
Microsoft have now tinkered the way negative keywords are handled. These keywords; at the campaign and ad group level, are now combined to filter traffic together.
Another new addition to adCenter is the ability to use unique landing page URLs for each keyword match.